本研究目的為探討新手媽媽在虛擬社群上之資訊行為，採用網路民族誌及深度訪談法，以便了解社群成員之間的互動，包含如何尋找、使用、分享資訊等一連串的行為。 研究結果發現，引發新手媽媽之資訊需求動機為知識與情感，資訊需求的變化與懷孕有關，懷孕期間及產後皆著重於寶寶相關的醫療資訊。獲取資訊之類型及管道多元，搜尋工具與方式為搜尋引擎、親子主題網站的主題瀏覽及站內搜尋，搜尋資訊時最常遭遇的困擾為自我困擾、資訊干擾及網站活動引發的資訊混亂。資訊分享動機可歸納為個人、群體及激勵機制三項因素。社群中最受青睞的資訊類型為經驗分享及優惠訊息，反之為業配廣告。分享資訊期望能獲得回應、現實或虛擬社交、情感回饋。資訊評估方式則受個人主觀因素影響，並以多元管道驗證後再決定是否實際運用或分享。 依據研究結果，本研究對資訊服務提供者提出建議為： 一、增設或改良成員的互動管道以利資訊交換；妥善規劃激勵機制與懲處規則有助建立良好的資訊交流環境； 二、增加醫療保健資訊及分類標籤，提供個人主題訂閱的功能。 This paper aims to the information behavior of mothers of newborn baby. This research takes the approach of netnography and intensive interviews to investigate new mothers’ information behavior in virtual community. The conclusions of the study are summarized as follows. The motivation of new mothers’ information need are knowledge and emotion. Pregnancy is the reason that changed new mothers’ information need. Medical and health information of fetus and infant are the primary information during and after the pregnancy. The classification of information is plentiful and can be access from different channels. The search tool and method are search engine, browsing and search engine of the virtual community. The most common problems are self-disturb, information distracted and information chaos caused by website activity. The incentives of information sharing in the virtual community are individual, organization and motivation system. The most popular information classification in virtual community are experience and discount information, on the contrary is advertisement. New mothers share information to expect other members’ responses, establish reality or virtual relationship with members and emotion for return. Information evaluate is subject to personal subjective factors; verify information from variety channels before use or share. Based on the results of the study, suggestions are proposed for information providers such as virtual communities and websites which topic is parenting: 1.Established or improve the communication and interaction system of information exchange among members would be helpful. A proper motivation system and punishment system should be set up to maintain good environment of information exchange. 2.Provide medical and health information which are more concerned to new mothers. Classification of information tag and topic subscription would help members to get information easily and conveniently.